APPLE

The company that I have chosen to investigate is Apple

TASK 1:

Apple, a company that changed our perception about touch smart phones and user interface. A
company a mastermind created and is still a phenomenal in today’s world. Steve Jobs designed
and produced a lot of different computer software and machines which he felt that the current
market did not possess and he invented many products. Many of his products failed like The
Apple III, The Apple Lisa, The Apple Macintosh Portable etc. But on the bright and true side,
Apple has flourished and Has made it’s place permanent in the market of smartphone, computers
etc.

TASK 2:

The product I want to focus on is iPhone. The iPhone came into existence when Steve Jobs asked
his engineers to investigate about the use of touchscreens and tablets computers. The Iphone is
similar to Apple’s previous Newton Messagepad, which was all screen to use the machine.
Originally, Jobs did not want to enter the market with traditional tablets and computers and
wanted to innovate. He originally had Ipod in his mind with Itunes to sync all the media as he
believed that the world was evolving and the use of media would increase immensely in the
coming years. Thus, On January 9, 2007, Steve Jobs announced iPhone which was released on
June 29,2007.

TASK 3:

The target market of Apple includes teenagers, adult, business people, young children, college
and university students. All these people use Apple’s products in their everyday life.

Originally, the launch of Iphone was focused on people ranging from the age of 18-35 who were
image conscious, social, tech-savvy and educated. Many of these people use Iphone to socialize,
for school and for work.
Iphone originally came in the market through exposure by outmoded business periodicals like
Wall Street Paper to online specialists like Gizmodo to a Time writer pouring. He showcased the
features of Iphone in his Macworld message and Apple publicity hard work have showcased this
feature frequently in early "how-to" TV spots formed by TBWA\Chiat\Day. Also, Apple did
advertisement which was exposed during the 79th Academy Awards and happened on February
25, 2007, on ABC. Apple also did brand and product endorsement which later created much
hype about their smartphones and lead to massive growth in sales of iPhone.

As of 30th June 2015, June,2015, the biggest publicly operated company in the globe by market
capitalization was Apple with an estimated value at US $695 Billion (Feb9,2017). In 2010 the
global annual revenue of Apple was $65 Billion, in 2011 it was $127.8 and with growth it was
$156 Billion in 2012.

Steve Jobs used brand endorsement and introduced “Hello”. The advertisement featured
reputable films and television shows and famous actors and actresses answering their Iphones
and in the end of the advertisement, Iphone is shown as “coming soon in June”.

Apple’s products, Iphone and others contain unique features that sets itself outside of the box and
provide its customers with loyalty features and operating system unique than other operating
systems.
Apple’s unique features which benefit its customers include Itunes, which provide music and
other contents all over the World and can be accessed for free. Nine new TV ads were aired by
Apple during June 23 to August 18, 2007. The week the iPhone was launched, 1,547 stories
seemed in the media. Apple's advertising schedule appears to strengthen the iPhone's existence in
media throughout the times when the buzz or free media has pointed off. This blend of rewarded
and free media gives customers the imprint that the iPhone is a persistent existence in the popular
media.

All these features benefitted the target customers of Apple and these were properly
communicated by Apple to ensure market share growth. Apple was successful in this campaign
as it faced a growth of 84%, a rate not normally caught by the fellow competitors in their initial
launch time.

Currently, Apple’s media spending has reached to$681,760,500 on iPad $1,003,516,000 on

iPhone $154,518,900 on iPod, $344,161,500 on iTunes and $212,865,500 on Mac.

TASK 4:

Apple used brand and product endorsement and advertisements to initially launch its Iphone and
other products. Although this strategy was successful, Apple could have used alternative
methods to launch its products into the market.

Apple could have firstly gone to universities and colleges and promote its Iphone and Mac there,
because college and universities students were Apple’s one of the target customers and a start
from promoting Apple products to students could have been beneficial as student market in
majority lacked computers having unique features that were present in Mac. Also, Apple could
have also promoted the Ipod to students in a fun way. Students are mostly jam packed with their
studies and research work and a bit of relaxation period is mostly lacking among students. Apple
could have tried to fill in this gap and promote Ipod’s music listening features to students, this
campaign could have been a massive success for the infant Apple.

Apple could have also done the same thing with business people and develop the market for
Apple’s products in their market. Business transactions in whole are far much more than student
activities and learning. Entering in this market and sidelining the competitor’s products could
have led much more profits to Apple.

Apple had initially launched its Iphone with AT&T. This company partnered with Apple in the
launch, but the buyers of Iphones were required to have a full year membership of AT&T. This
was not a smart approach as Apple affiliated its newly product with the goodwill of AT&T. Any
downfall in the goodwill of AT&T could have caused the launch of Iphone to fail miserably.

Thus, I believe that Apple’s strategies to launch Ipod, Iphone and other products were good
enough to establish itself and gain a massive success and market share in a such a short span of
time, and not just for the short time but for years to come as this product orientated company
mostly focuses on innovation through research.